Casino Market Research
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The Desert Diamond Casinos, an enterprise of the Tohono O'Odham Nation in Tucson, Arizona, selected Marketing Results as their marketing agency to develop a new position and associated advertising campaign for their multi-property organization. The name Desert Diamond was well known in the Tucson market and believed to be synonymous with gaming in the minds of casino players. However, the amenities of the property, i.e. hotel, restaurants, entertainment, players club, were underutilized.

Marketing Results conducted an Advertising, Awareness & Usage study and a Customer Satisfaction study to understand current awareness, consideration, trial and loyalty of Desert Diamond casinos in the Tucson market.

Based on the findings of the research, Desert Diamond Casinos changed their company name to Desert Diamond Casino & Entertainment to encompass all the properties had to offer. Marketing Results developed a new brand look, property logos and brand standards manual. The new image campaign launched, and reinvented the image of the diamond as the "Shape of Escape" to relate to casino gamers.

Follow up research conducted separately by Desert Diamond reported an increase in customer awareness and consideration from the benchmarks established in the initial research, and rated play increased 5% in a market that was in decline.